Many times, people and businesses take a proceed-with-caution approach to change: if it ain’t broke, don’t fix it. When Bojangles considered updating its restaurant design, execs engaged a twist on that adage: if it ain’t broke, biscuit.
In a process that began more than two and a half years ago, Bojangles sought to rework its look and feel to better meet the needs of the existing customer base as well attract new guests by providing an enhanced experience. The brand is now rolling out the changes in different markets.
“We knew it was time to embark on a new prototype to take us into the future,“ Randy Icard, vice president of construction and development for Bojangles, told Modern Restaurant Management (MRM) magazine. “However, it was important for us to still be authentic to the Bojangles brand.”
Among the highlights of the design is the creation of a glass enclosed “Biscuit Theater,” which showcases the brand’s Master Biscuit Makers making fresh biscuits every 20 minutes.
“A more open look and feel in the kitchen is what customers want and allows us to display our food in a new and unique way,” added Icard.
Other elements of the new prototype include:
- A contemporary exterior with elements such as brick, tile and steel canopies.
- Seating updates including high-top community tables
- Enhanced Wi-Fi and charging stations
- New graphics and lighting in the store
- Team member uniform enhancements that match the new look.
Bojangles tapped Tesser for the project.
“The restaurant business is more competitive than ever, and smart brands like Bojangles’ are using design strategically to make current customers feel more welcome while appealing to an even broader range of consumers,” said Tré Musco, Tesser’s CEO and Chief Creative Officer.
The brand premiered the new restaurant design at 2419 Laurens Road in Greenville, S.C., a 3,900-square-foot restaurant. The bold graphics that celebrate the brand’s heritage, such as “Famous Chicken ‘n Biscuits” and “Made from Scratch Since 1977.” Colored crocks replace steel warming trays to give the food display area a more inviting appearance, with increased use of glass adding to the visual appeal.
The dining room has been enhanced with free Wi-Fi, multi-device charging stations, unique high-top community tables and a variety of interesting seating options to accommodate different-sized groups, including classic Adirondack chairs.
“This is just the beginning,” said Icard. “The new concept showcases our commitment to our guests’ experience and to operational excellence.”
Plans are underway to rebuild or remodel four existing Bojangles’ restaurants in the company’s hometown of Charlotte, North Carolina – Billy Graham Parkway near Charlotte-Douglas International Airport; South Tryon Street near Arrowood Road; Steele Creek Road near I-485 in southwest Charlotte; and the Historic West End location on West Trade Street, which has already been closed and is being rebuilt from the ground up.